I help SaaS companies
turn users into customers

Senior Product Manager specialising in activation, onboarding, and monetisation for workflow-heavy B2B products. 10+ years across HR tech, fintech, and regulated SaaS.

Work with me See case studies
+159%
Activation increase
2x
External users in one quarter
~1M
MAUs managed in fintech
10+
Years in product

I work with SaaS companies at the point where product complexity meets commercial pressure.

Most product managers can ship features. Fewer can connect product decisions to revenue, reduce friction in complex workflows, or navigate the messy reality of cross-functional execution in remote teams. That's where I operate.

I've taken products from sub-4% activation to double digits. Built monetisation models from scratch. Shipped enterprise MVPs under deadline. Led products serving a million users in regulated environments.

I don't do product theatre. I do the work.

Selected work

Toggl Work

HR tech SaaS · Time tracking & time off management

Senior Product Manager

2022–2024

The problem

Activation rates were stuck at 3.52%. Users signed up but didn't complete setup. The product had unclear value for external users (agencies, consultancies). Revenue team had no clear monetisation framework.

What I did

  • Rebuilt onboarding flow with focus on time-to-value
  • Defined activation metric and instrumented tracking across the funnel
  • Led cross-functional initiative to clarify external user value prop
  • Partnered with revenue team to build usage-based monetisation model
  • Delivered Time Off MVP to close enterprise deal with Meta
  • Shipped CRM lifecycle refresh improving email engagement

Results

9.11% Activation rate (from 3.52%, +159%)
2x External active users in Q1
+7pp Email activation lift
+12pp Day 30 retention lift

Cash App / Verse

Fintech · P2P payments & financial services

Product Manager

2019–2021

The problem

Verse (acquired by Square/Cash App) needed to scale from <100 MAUs to a meaningful user base while maintaining top App Store rankings in Spain. Product served a million-user fintech in a regulated environment with high compliance demands.

What I did

  • Led growth product initiatives across acquisition and activation
  • Managed product roadmap balancing growth, compliance, and technical debt
  • Coordinated with legal, compliance, and engineering on regulatory requirements
  • Shipped features focused on increasing transaction frequency and wallet balance
  • Worked cross-functionally with distributed team across time zones

Results

312 MAUs in 6 months (from <100)
Top 10 App Store ranking maintained (Finance, Spain)
~1M Users at scale in regulated fintech

Mobbeel

KYC/IDV · Biometric identity verification

Product Manager

2017–2019

The problem

B2B SaaS selling biometric KYC/identity verification to regulated industries (banking, telco, insurance). Complex technical product requiring deep understanding of compliance requirements, integration challenges, and enterprise sales cycles.

What I did

  • Managed product suite including facial recognition, liveness detection, and document verification
  • Translated technical capabilities into clear enterprise value propositions
  • Worked directly with engineering on SDK architecture and API design
  • Supported sales team with technical demos, POCs, and integration planning
  • Coordinated across compliance, legal, and technical teams on regulatory requirements

Impact

Built foundation for enterprise KYC product serving major banks and telcos in Spain. Established product management discipline in engineering-led organisation. Developed expertise in regulated B2B SaaS that informed later fintech work.

How I can help

Fractional Product Leadership

Embedded product leadership for SaaS companies without a full-time Head of Product. I own the roadmap, work directly with your team, and drive execution. Monthly retainer.

  • Product strategy and roadmap
  • Cross-functional execution
  • Metric definition and tracking
  • Team coordination (remote/async)
  • Board/investor updates

Good fit: Series A-B SaaS, workflow-heavy products, distributed teams

Growth & Monetisation Projects

Fixed-scope projects focused on activation, onboarding, or monetisation. I diagnose the problem, design the solution, and work with your team to ship it. 8-12 week engagements.

  • Activation/onboarding optimisation
  • Monetisation model design
  • Funnel analysis and improvement
  • Feature prioritisation for revenue
  • Data instrumentation setup

Good fit: Seed-Series B, clear growth problem, need hands-on execution

Strategic Advisory

Regular advisory sessions for founders/execs who need senior product perspective but don't need full-time support. Roadmap review, strategy validation, hiring guidance.

  • Monthly strategy sessions
  • Roadmap reviews and prioritisation
  • Product hiring guidance
  • Async support between sessions

Good fit: Technical founders, companies with PM team, need external perspective

Not sure which fits? Let's talk about what you need.

How I work

Remote-first, async-native

Based in Spain, working worldwide. 10+ years of remote work across time zones. I communicate clearly in writing, run efficient meetings, and don't need hand-holding.

Outcome-focused

I care about metrics that matter to your business: activation rates, revenue, retention. Features are means, not ends. If something isn't moving the needle, we kill it.

Cross-functional execution

Product management is a coordination problem. I work directly with engineering, design, marketing, and sales. No silos, no gatekeeping, no product theatre.

Systems thinking

Workflow-heavy SaaS is complex. I'm comfortable with intricate systems, edge cases, and the reality that simple solutions often don't work. But I still ship.

What people say

"William understands the connection between product decisions and business outcomes better than most senior PMs I've worked with. He doesn't just ship features—he moves metrics that matter."

[Client Name]

[Title, Company]

"Brought structure and clarity to our product org without adding bureaucracy. Rare combination of strategic thinking and hands-on execution."

[Client Name]

[Title, Company]

"Works like a true senior operator—low ego, high output, clear communication. Exactly what we needed at our stage."

[Client Name]

[Title, Company]

About

I'm a Senior Product Manager with 10+ years building and scaling SaaS products across HR tech, fintech, and identity verification.

I specialise in the messy middle—products complex enough that most frameworks don't apply, but commercial enough that getting it wrong costs revenue. Activation flows for workflow SaaS. Monetisation models that balance usage and value. Onboarding that actually converts.

I've led products serving millions of users in regulated environments. Taken activation from 3.52% to 9.11%. Built monetisation frameworks from scratch. Shipped enterprise features under deadline pressure. All while working remotely with distributed teams.

Based in Spain. Working worldwide. Available for fractional engagements, growth projects, and strategic advisory.

Let's work together

If you're a SaaS founder or exec dealing with activation, monetisation, or product-market fit challenges in a complex product, let's talk.

Or email directly: your.email@example.com